Billboard Magazine: “Jay Z, Beyonce and the Rumor Mill: Who’s Pulling the Strings?”

Billboard Magazine

Jay Z, Beyonce and the Rumor Mill: Who’s Pulling the Strings?

August 16, 2014 (Volume 126, Issue 26)

“Celebrity publicist Jonathan Hay — who’s worked with clients from Sony to Wiz Khalifa and provides PR crisis management — spoke to Billboard in a separate interview and speculated this entire affair is just carefully orchestrated tour promotion. “Always consider the timing in these situations,” Hay says. “That staged elevator fight hit the news immediately before the release of their On The Run tour trailer video. The fight gives regular news stations — beyond just entertainment news — a headline, which broadens their audience. They’re also going to bring up the On The Run tour and ask questions like, ‘Will their be drama on the road?’ and, ‘Is this going to be the final performances of Jay Z and Beyonce?’ They created a compelling spectacle, which ultimately creates a demand.” Hay, incidentally, knows a thing or two about creating a compelling spectacle. He openly takes credit for planting those false Jay Z/Rihanna romance rumors back in 2005 to promote her debut single “Pon de Replay.” Obviously, that stunt worked a little.”

Read The Story